1. (Robert) Curtis Lambert
June 04, 2012
Ad Analysis: Homework Assignment I
Sonata Hybrid by Hyundai
The ad for the Sonata Hybrid by Hyundai is designed specifically to appeal to the
reader’s sense of adventure and more importantly our sense of responsibility in this eco-friendly
age of the 21st century. The caption for the ad is in the lower right hand corner following the
company name and the make and model of the automobile. In very fine print it reads, “New
thinking for new possibilities.” The ad graphically depicts a pastoral landscape of beautiful trees
softly backlit by the golden, glow of (morning?) sunshine. There is an image of a man with a jet
pack on his back flying through the sky while an androgynous figure of what could be,
presumably, his wife or husband or “life partner,” waves good bye to him from the balcony of a
very large architecturally modern 3 story glass and steal beamed home. In the foreground of the
ad is the star of the show; an icy blue Hyundai Sonata Hybrid. The Sonata Hybrid sits on a drive
way bed of tiny peat gravel with a border of bricks or stone. The overall intent of the pictorial
image of the ad, as a whole, is to play to your presumed understanding that since we are now
living in the “modern” age of hybrid vehicles it will not be long before we, as eco-friendly and
earth conscious Americans, will be doing our duty and flying off to work with our jet packs and
using our hybrid vehicles only for trips with the family or other groups of people. But, for now,
the very least you can do is buy the hybrid.
The ad itself depicts little or no logos since we don’t actually use jet packs to fly off to
work, so no real logic there. Ethos plays a small role here by asking us to trust Hyundai because

2. they have our future and our best interest at heart. The real thrust of this ad is being played
strongly on our pathos by relying on our modern sympathies to be eco-friendly and take care of
our planet. After all, we are modern Americans, it is the 21st century, and we are called to do our
ecological duty by driving a hybrid and thus reducing our “Carbon footprint.” At least if you
drive a Hyundai Sonata Hybrid you are doing your part by taking some responsibility. Don’t you
want to? How could you possibly not want to? You should. Any little bit will help. Driving a
Sonata Hybrid by Hyundai will do just that. After all, it is your responsibility to help save our
planet!
Sonata Hybrid by Hyundai. GQ 12. (December 2011): Page 8. Print.